Who’s Reserving the Slate EV: Everyday Americans, Young Professionals, New Drivers, Contemporary Seniors, Auto Enthusiasts

[jwocky]

Slate CEO says there's five major groups reserving the Slate EV most:

Everyday Americans
Young Professionals
New Drivers
Contemporary Seniors
Auto Enthusiasts


Source: https://www.carscoops.com/2025/07/this-is-whos-actually-reserving-slates-new-ev/

This Is Who’s Actually Reserving Slate’s New EV
The company notes the Blank Slate is proving popular among "everyday Americans" and car enthusiasts

• The electric startup says it has received 100,000 refundable reservations for the truck.
• Slate claims the affordable truck appeals to young professionals and older drivers alike.
• The electric truck is also proving popular among newly licensed teen drivers.

Strong Reservations, Cautious Optimism

In a recent interview with Sherwood News, Barman shared that Slate has already racked up 100,000 refundable reservations for the EV. A large portion of those, he said, are from “everyday Americans for whom it’s just an affordable vehicle and a lot of utility and value for the money.”

Additionally, Slate says it’s received plenty of interest from young professionals, who have “either just finished trade school or are just out of college.” According to Barman, they are “looking for value for the money” and love the customization element of the truck.

Who Else Is Buying?

New drivers are also showing the Blank Slate love. Backed by funding from Jeff Bezos, the vehicle is emerging as a practical option for younger drivers looking to buy their first car. According to Barman, parents “like the fact that there are only two passengers, it doesn’t have an infotainment for distraction, and it has really high safety standards.”

An interesting demographic where the Blank Slate is proving itself to be appealing is among “contemporary seniors.” Barman describes these as semiretired or retired individuals interested in an EV, but wanting a simpler driving experience than most other EVs. She added, “the fifth type that we see is a lot of people who are just auto enthusiasts. They want to just be able to trick it out.”

Of course, high reservation numbers don’t always translate into actual sales. Tesla’s experience with the Cybertruck showed how early enthusiasm can taper off. For Slate, the real test will come when production starts and deposits need to turn into deliveries, especially for early birds who were under the impression that prices would start from around $20,000.

 

[Montauk]

Yes. Sticker price will make or break Slate. “High 20’s” gets you a new hybrid Maverick, a used Tesla or New Nissan Leaf, each of which have numerous features but lack the barebones underdog vibe.
If the Slate can’t sell under $28k they’re not going to sell. This is my opinion obviously, I have a reservation and I’m hopeful.

 

[G19Tony]

Same here. This would be a third vehicle, just to see what the fuss is about. It would suit my needs for just pootering around town, but my Maverick can do that too. I was sort of planning to save the Mav for road trips.

 

[JImmy]

Have been interested in EV for years but the price tag for a small truck is unheard. Have an older Silverado WT and it has roll up windows, so that's my selling point.

 

[YDR37]

Yes. Sticker price will make or break Slate. “High 20’s” gets you a new hybrid Maverick, a used Tesla or New Nissan Leaf, each of which have numerous features but lack the barebones underdog vibe.
If the Slate can’t sell under $28k they’re not going to sell. This is my opinion obviously, I have a reservation and I’m hopeful.

According to Ford, the current MSRP for a 2026 Maverick XL with zero options is $28,145. OK, that's "high 20s" -- but that number does not include the "Destination Charges" of $1,695 or the "Acquisition Fee" of $695. Add those in, and that new Maverick is actually "low 30s", or $30,535 to be exact.

Similarly, Nissan says that the base MSRP for a 2026 Leaf is $29,990. Also "high 20s" -- until you add the "Shipping & Handling" fee of $1,495, which puts the Leaf in the "low 30s" at $31,485.

Maybe Slate will play the same game -- "high 20s" before mandatory fees are tacked on. But if "high 20s" includes fees, Slate could come in lower.

 

[cadblu]

1. Everyday Americans
2. Young Professionals
3. New Drivers
4. Contemporary Seniors
5. Auto Enthusiasts

Just an observation : This list purposefully includes “everybody”

…even if you’re not young or old you still fall into categories 1 and 5. Classic marketing ploy.

 

[Luxrage]

I'm an American, and I'm typically in this country 7 days a week. So I would definitely fall into category 1.

But on a more normal note, definitely category 5. It's interesting that 100K number hasn't gone up at all. You'd think if they now had 150 or 200K they'd be advertising that...

 

[KevinRS]

I'm an American, and I'm typically in this country 7 days a week. So I would definitely fall into category 1.

But on a more normal note, definitely category 5. It's interesting that 100K number hasn't gone up at all. You'd think if they now had 150 or 200K they'd be advertising that...

A continuing report on the numbers isn't necessarily a good thing for them. If there have been 500k reservations, it sounds great, unless you are thinking of reserving yourself now, and you do the math and figure if they all convert you will be waiting on a 2030 or later build. At the same time, people would say "100k in 2 weeks, and it took 7 months to get 400k more? they slowed way down."

Of course not everyone will convert, and numbers will have slowed down, but it looks bad either way to people who don't know that that is the nature of it and are just discovering the Slate.

 

[Montauk]

According to Ford, the current MSRP for a 2026 Maverick XL with zero options is $28,145. OK, that's "high 20s" -- but that number does not include the "Destination Charges" of $1,695 or the "Acquisition Fee" of $695.

2025 mavericks starting at $26,9:

https://www.long-mcarthur.com/searchnew.aspx

Slate has an uphill battle. The tax credit was their margin.

 

[Sandman614]

If I wanted a maverick I would be on mavericktruckclub.com

 

[E90400K]

According to Ford, the current MSRP for a 2026 Maverick XL with zero options is $28,145. OK, that's "high 20s" -- but that number does not include the "Destination Charges" of $1,695 or the "Acquisition Fee" of $695. Add those in, and that new Maverick is actually "low 30s", or $30,535 to be exact.

Similarly, Nissan says that the base MSRP for a 2026 Leaf is $29,990. Also "high 20s" -- until you add the "Shipping & Handling" fee of $1,495, which puts the Leaf in the "low 30s" at $31,485.

Maybe Slate will play the same game -- "high 20s" before mandatory fees are tacked on. But if "high 20s" includes fees, Slate could come in lower.

That's the Maverick Hybrid. The 2.0L EcoBoost is $27,145 plus $1,695 destination for a total of $28,840 purchase price, and that's before negotiating a lower price. Ford's acquisition fee is for a lease, not purchase. All cars have shipping and handling fees added to the MSRP, so will Slate. Good will be no BS "dealer" fees that most states let dealerships charge for no particular reason.

 

[E90400K]

1. Everyday Americans
2. Young Professionals
3. New Drivers
4. Contemporary Seniors
5. Auto Enthusiasts

Just an observation : This list purposefully includes “everybody”

…even if you’re not young or old you still fall into categories 1 and 5. Classic marketing ploy.

BTW, what is a "contemporary senior"?

 

[Montauk]

If I wanted a maverick I would be on mavericktruckclub.com

Valid point of course. I have one. Also I admit this took a turn from point of the original post. My bad.

I’m a middle aged guy that misses the simplicity of a base model s-10 but also appreciates the advantages of a local-use plugin drivetrain.

I want a slate. I just hope it’s close in price to what I put in a reservation for.

 

[E90400K]

I'm an American, and I'm typically in this country 7 days a week. So I would definitely fall into category 1.

But on a more normal note, definitely category 5. It's interesting that 100K number hasn't gone up at all. You'd think if they now had 150 or 200K they'd be advertising that...

My wife calls me "typical" all the time, does that count?

 

[phidauex]

1. Everyday Americans
2. Young Professionals
3. New Drivers
4. Contemporary Seniors
5. Auto Enthusiasts

Just an observation : This list purposefully includes “everybody”

…even if you’re not young or old you still fall into categories 1 and 5. Classic marketing ploy.

I once saw an interview with a Coca Cola marketing executive, and they were talking about all the different products and who they were hyper specifically marketed to - TAB is for young professional women who see fitness as a lifestyle. Surge for men aged 25-35 who have a job that is physical in nature, etc.

The interviewer asked, "So, then, who is Coca Cola for?" and the guy looks her dead in the eyes and says, "Everyone on Earth drinks Coca Cola."